Loni Stark

Thank you for inviting me, Sean.

And this is a hot topic right now.

It is significant.

So at Adobe, we've been tracking this trend for over two years now.

And what we started to see was that the referral traffic from these AI engines were increasing at four digit percentage points.

started about two years ago.

We're tracking it.

It was about a 4,000% increase year over year.

The latest report is showing about a 200% increase for travel sites.

So again, the numbers are still astonishing.

The base is growing and we are all spending more time asking questions about everything in ChatGPT, in perplexity and AI answers.

You are typical.

So what's happening is we've always been talking about this idea that you and I, we want personalized experiences.

And the conversation that's happening in these AI surfaces have become very personal to you.

And I think it's a matter of convenience and relevance.

So what's become a business imperative, as you brought up, is not just optimizing the content we provide on our websites and other sources for humans, but also to feed information to these AI engines so that they're able to take it, synthesize it, and accurately represent offers, brands to you.

And what we've seen in terms of the behavior is that sometimes that answer is great.

So we call that zero click, meaning they don't even come to your website.

They see what they need.

Other times they're clicking through on a referral because at some point, perhaps you want more information.